Online will account for 20% of all Christmas sales

Online retail will reach £8.9bn this Christmas, representing 20% of all UK sales, according to a report from Kelkoo.


The report, undertaken by the Centre for Retail Research on behalf of Kelkoo, predicted online shopping would account for a fifth of all shopping this Christmas, a 24% year-on-year growth from £7.2bn.

Kelkoo predicted retail sales would increase by 1.9% – £832m – this Christmas after overall retail sales fell by £27m last year.

The research predicted that if etail’s 24% annual growth rate and all retail’s 6% rate continue, then by December 2015 online sales will account for over 50% of all Christmas shopping.

Bruce Fair, managing director of Kelkoo UK, said, “It’s been a very tough year for retailers around the UK, so a busy Christmas is the news they’ve all been waiting for. There’s been talk of green shoots for some time now, but it’s taken a while for retailers to see any clear signs of a recovery. A seasonal cash injection will help create jobs and generate a renewed sense of optimism across the sector.”

The news comes despite the fact that online retailers are concerned the ongoing postal strikes will affect consumer confidence in online retail.

This story first appeared on

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here